Marketing is quite literally in my blood. Growing up in a family of award-winning Copywriters and Creative Directors, I spent my childhood roaming premier advertising agencies after school. My succession was inevitable, though the path would prove wonderfully unconventional.

I forged my own way first through hospitality, serving as F&B Manager at beachside resorts before opening The Blue Fig - a restaurant that earned NSW Best BYO Restaurant of the Year, multiple Sydney Morning Herald Good Food Guide inclusions, and Chef's Hat awards in 2001 and 2002. Those seven years taught me the commercial discipline and operational excellence that would later define my marketing leadership.

A pivotal opportunity managing the Australian brand for luxury goods company Montblanc pulled me closer to my destiny. Unable to do anything by halves, I introduced Hugh Jackman as Australian ambassador and transformed their local marketing from European templates to authentic, locally resonant campaigns.

From there, I embraced the evolution of digital - moving through commercial radio (2TM/92.9FM), design agencies (BINK Creative), and full-service marketing (Out Of The Square Media, where we won Newcastle's Best Digital Agency award). As Chief Marketing Officer at Ignite Alliance, I established their marketing department from the ground up, achieving HubSpot Gold Partner status in just 9 months and launching two businesses through our startup incubator program.

As General Manager of MMR Creative (2018-2023), I transformed a traditional creative agency into a full-service digital solutions provider, delivering 125% revenue growth while scaling the team from 8 to 20+ people with 95% retention. We established an international subsidiary (Spinach Creative) and built partnerships with brands like Cricket Australia, ARB 4x4, and Zoos Victoria.

As Commercial Director at CLMG Media, I hold full P&L accountability for multi-million dollar operations, leading 20+ team members and 60+ offshore specialists. I've delivered 16% operational cost reductions while achieving 30% increases in conversions and lifting client retention from 80% to over 90%. My work spans enterprise clients like JB Hi-Fi Business, BTC Markets, and Epworth Health, plus ongoing partnerships with charities including UnLtd and Charity Drive Days.

But here's what changed everything:

After 15 years in performance marketing, I noticed something absurd. Brands would spend $100,000 acquiring 2,000 new customers, celebrate the "growth," then watch 80% of those customers disappear forever. When I'd suggest building retention systems, the response was always: "We'll do that later." Later never came.

So I founded The Loyalty Studio - a consultancy dedicated to helping premium brands stop the bleeding. We run forensic audits that identify exactly where profit is leaking through the cracks, then build the retention systems that most brands neglect in their obsession with acquisition. Most clients recover 15-30% more revenue within 90 days without spending another dollar on ads. Because retention is where the actual money is - it's just not sexy enough to brag about at dinner parties.

Beyond the office, I'm a passionate alpine skier and founding member #38 of the Mountain Safety Collective. I served as a volunteer ski patroller in Perisher Valley (2000-2005) with AST1 avalanche certification, and I run Blackbird Bespoke Ski Co., sourcing handcrafted, custom-made skis from around the world. I'm also an avid cyclist, classic car and bike enthusiast, active member of Club Audi Victoria and Highball Car Club, and devoted to exceptional food and wine - especially small grower-maker Champagnes.

Born in Melbourne, I've come home to Port Melbourne, where I continue building marketing strategies that balance creativity with commercial discipline - and helping brands finally fix the retention problem they've been ignoring.

My approach? Quality. Performance. Passion. Results. Always.